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Terms in this set (101)____ data can be internal or external, so long as it was collected prior to the current research project secondary primary data differ from secondary because... primary data are newly collected while secondary data were previously collected for another purpose organizations may use ____ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings internal secondary data a disadvantage of secondary data is that... it may not be specific enough observing people and asking them questions are the two principal ways to collect ____ data for a marketing study primary ____data are facts and figures obtained by watching, either mechanically or in person, how people actually behave observational which of the following is a mechanical method for collecting observational data? nielson's "people meter" attached to televisions to measure tv ratings when procter & gamble researchers watched women do their laundry, clean the floor, and put on makeup, they were using ____ methods of collecting observational data personal individual interviews as well as online and mail surveys generate... questionnaire data in marketing research, an ____ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect experiment offering a product in a small geographic area to help evaluate potential marketing action is known as a... test market when a researcher needs information that is very specific to the problem being studied, she will probably resort to using ____ data, despite its cost and time-consuming nature primary facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as... questionnaire data which of the following are sales forecasting techniques? 1 sales force survey forecast 2 trend extrapolation 3 lost-horse forecast changes in consumer dessert preferences or competitor prices will affect betty crocker's 2014 ____ for cake mix in the united states sales forecast marketing research approach steps 1 define the problem 2 develop the research plan 3 collect relevant information 4 develop findings 5 take marketing actions which of these are part of the development step of a marketing research plan? 1 specifying constraints 2 determining how to collect data describe the extent to which dell provides products that are... reliable_ _ _ _ _unreliable a. semantic differential scale dell provides products that are reliable... strongly agree_ _ _ _ _strongly disagree b. likert scale dell provides products that are reliable...yes_ no_ c. dichotomous facts and figures related to a problem are known as ____ data data are... facts and figures related to the research problem information technology includes the computing resources to do which of these with data? a. store when firms collect customer information and sales history, they store it in a data ____ where it can be accessed later with queries c. warehouse ____ is the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions c. data mining marketing ____ has little value until it is analyzed carefully and translated into logical findings data analyzing data and presenting the findings are two parts of which step in the marketing research approach? a. develop findings ____
data is a vague term describing large amounts of data from many sources that is analyzed with sophisticated technologies d. big which two of the following are included in developing findings as part of the marketing research approach? c. presenting findings marketing research begins with... a. defining a marketing program film studios may use the results of marketing ____ to change
movie titles, aspects of some of the characters, or even the ending of the film d. research which two of the following are among the biggest challenges in conducting good marketing research? a. consumers may not be willing to reveal personal information while in college, students choose between alternative courses in which to enroll, which is an example
of... a. the decisions they must make the marketing research process includes five steps in addition to ____ that allows researchers to learn lessons that will improve future attempts d. feedback ____ is a field of study using brain imaging technologies to discover insights about consumer perception neuromarketing using brain scanning to analyze the buying processes of consumers and thereby improve campbell soup labels is known as... c. neuromarketing which of the following is a benefit of using the individual interview to collect data? a. the ability to probe with additional questions which of the following is a technique in which researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings? a. depth interview which of
the following are research methods used to generate new ideas? c. trend hunting a focus group is a ____ method of inquiry, which makes it more effective in uncovering ideas that are difficult to obtain with individual interviews a. informal high costs per respondent a. personal interview many surveys not delivered to recipients due to "spam blockers" b. online survey perceived to utilize outdated technology c. fax survey respondents may not be representative of targeted groups d. mall intercept interview which of the following is the reason marketing researchers are increasingly turning to online surveys to collect primary data? c. most consumers now have an internet connection and an e-mail account because the costs are relatively minimal and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data... b. online which of the following are essential in the design of all research using questionnaires? b. questions that get clear, unambiguous answers which of the following are characteristic of open-ended questions? a. captures the "voice" of the respondent what is the result of researchers who collect personal or household characteristics on a survey? b. they find it is useful for segmentation and targeting purposes which of the following is the best example of an ambiguous survey question? a. was your ice cream order delivered to your table quickly? _yes _no marketing researchers are interested in social networks and other consumer-generated online content because they... b. are a source of data to be "mined" to spot trends a ____ is a sample of consumers or stores from which researchers take a series of measurements over time d. panel which of the following
is a disadvantage of using panels for marketing research? d. they require continuous and complex recruitment of new individuals to replace drop-outs which of the following are characteristic of open-ended questions? a. captures the "voice" of the respondent in 1988, walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a... a. test market a ____ in a decision is a restriction placed on potential solutions to a problem, such as limit on time or money constraint for fisher-price's research on a toy telephone, the ____ were that the decision must be made in 10 weeks and now research budget is available beyond that for collecting data in its nursery school a. constraints which
of the following characteristics is most important in identifying which data to collect for marketing research? a. data that is relevant to decisions for marketing actions the two main data collection ____ are observing people and asking them questions methods which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions? evaluate the decision and evaluate the decision process ... ... creation of an advertising campaign for tony's pizza that will appeal for 6 to 12 year olds is best described as what part of the final step in the marketing research approach, to take marketing actions? ... if all of the research outcomes lead to the same marketing actions (i.e. the decision to take a particular marketing action has already been made)... c. the marketing research should not be done since it is a waste of resources querying one's database with "what if" questions to determine how a hypothetical change might affect sales is called a... sensitivity analysis when a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for tony's pizza, this was which step of the marketing research approach? develop findings which of the following are examples of using secondary data? b. a hotel chain purchasing syndicated panel data to identify demographic trends ... ... which two of the following are key elements in deciding how to collect data for marketing research? a. methods b. concepts in marketing, ____ are ideas about products and services, and
they are a key to deciding how to collect research data c. concepts the approaches that can be used to collect data to solve all or part of a problem are known as... d. methods when the marketing
manager at tony's pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a... d. action recommendation in LEGO's problem definition, the primary research ____ was to decide which of two mindstorm designs should be selected for
marketing d. objective in setting research objectives, marketers have to... c. be clear on the purpose of the research criteria or standards used in evaluating proposed solution to the problem are known as... b. measures of success marketing researchers spend a great deal of time dealing a marketing problem precisely which increases the probability of successful marketing
research effort? c. objectives that neither too broad nor too narrow which two of the following are the main resources that marketers prefer to obtain
secondary data first? a. low cost in many cases, the information researchers need is available only through ____ data, since data collected for another purpose may be outdated, incorrectly categorized, or not specific enough d. primary different observers reporting different conclusions when watching the same event may indicate unreliability in what type of data collection? d. personal observation an ____ enterprise is one whose marketing managers use data, technology, and analytics to transform data into useful information for marketing decisions and actions intelligent through the use of ____, a supermarket might learn that men buying diapers in the evening sometimes buy beer at the same time, so sales for the two could be increased by placing them near each other b. data mining when a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for tony's pizza, this was which step of the marketing research approach? a. develop findings which of the following are the two key elements of defining the problem in the marketing research approach? c. identifying possible marketing actions though the data collected at the checkout counter of the
grocery store is originally used for sales and inventory records, this data can later be used to study how customers shop this latter use is an example of ____ data a. internal secondary the us census bureau publishes reports that contain detailed information on american households, and marketers use this data to... b. identify characteristics and trends of ultimate consumers marketers can purchase a standard set of ____ data on regular basis from providers like nielsen media
research (for tv ratings) or jd power (for automobile quality and customer satisfaction) d. syndicated because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ____ forecasting, despite that it may sometimes be unreliable a. salesforce survey ____ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change b. trend extrapolation starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting? a. lost-horse yahoo's hadoop and google's bigtables are
useful tools that allow data scientists to more clearly present the results of their analyses through the use of... b. data visualization some consumer packaged goods firms that sell to wholesalers may not have the means to gather pertinent data directly from consumers that buy its products, especially over time a
good source of this information is... d. syndicated data which of the following are examples of using secondary data? b. a hotel chain purchasing syndicated panel data to identify demographic trends querying one's database with "what if" questions to determine how a hypothetical change might affect sales is called a... c. sensitivity analysis if all of the research outcomes lead to the same marketing actions (i.e. the
decision to take a particular marketing action has already been made)... c. the marketing research should not be done since it is a waste of resources creation of an advertising campaign for tony's pizza that will appeal for 6 to 12 year olds is best described as what part of the final step in the marketing research approach, to take marketing actions? b. implement the action recommendations among
research methods vital to marketing are ____, a technique used to select a group of customers, distributors, or the like, and ____ a subsequent generalization of the results from this group to a larger population c. sampling, statistical interference parts of the fifth
step in the marketing research approach in order 1. c. make action recommendations which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions? c. evaluate the decision the two main data collection ____ are observing people and asking them questions b. methods
which of the following are characteristic of open-ended questions? ... marketing researchers are interested in social networks and other consumer-generated online content because they... ... in 1988, walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a... ... Sets with similar termsChapter 7 LearnSmart (+more)58 terms kobsaj MKTG 181 Chapter 8: Marketing Research: From Custo…14 terms TDeal45 Chapter 7 Chapter 7 Marketing Research: From Custo…78 terms MarcoTaboada Sets found in the same folderPrinciples of Marketing Chapter 1073 terms kelcy_gabriela MAR2023 Ch971 terms mickennaaa Exam One for Marketing354 terms luke_duffy3 intro to marketing: chapter 6 questions108 terms maren_jados Other sets by this creatoroae sped: development and characteristics of stude…16 terms maren_jados science oae: earth and space science169 terms maren_jados science oae: life science281 terms maren_jados science oae: physical science233 terms maren_jados Verified questionsQUESTION Colsen Communications is trying to estimate the first-year cash flow (at Year 1) for a proposed project. The financial staff has collected the following information on the project: $$ \begin{matrix} \text{Sales revenues} & \text{\$ 15 million}\\ \text{Operating costs (exluding depreciation)} & \text{10.5 million}\\ \text{Depreciation} & \text{3 million}\\ \text{Interest expense} & \text{3 million}\\ \end{matrix} $$ The company has a 40% tax rate, and its WACC is 11%. a. What is the project’s cash flow for the first year (t=1)? b. If this project would cannibalize other projects by $1.5 million of cash flow before taxes per year, how would this change your answer to part a? c. Ignore part b. If the tax rate dropped to 30%, how would that change your answer to part a? Verified answer QUESTION
Banks and other lenders are required to disclose a rate called the APR. What is this rate? Why did Congress require that it be disclosed? Is it the same as the effective annual rate? If you were comparing the costs of loans from different lenders, could you use their APRs to determine the loan with the lowest effective interest rate? Explain. Verified answer QUESTION The Holmes Company’s currently outstanding bonds have an 8% coupon and a 10% yield to maturity. Holmes believes it could issue new bonds at par that would provide a similar yield to maturity. If its marginal tax rate is 40%, what is Holmes’ after-tax cost of debt? Verified answer QUESTION If British pounds sell for $1.53 (U.S.) per pound, what should dollars sell for in pounds per dollar? Verified answer Recommended textbook solutions
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What are all the sources of data collection in market research?a company's own records and publications. government publications. competitors' websites and publications. newspapers, journals and magazine articles.
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What are two key elements in deciding how to collect data for marketing research?
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